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MILANO 2015 EVALUATION OF EVALUATION IN WORLD EXPO WORLD IN Final Report and Annexes and Report Final THE EU PARTICIPATION THE EU PARTICIPATION LB-04-16-639-EN-C EUROPEAN COMMISSION EUROPEAN COMMISSION Directorate-General Joint Research Centre Task Force “Expo 2015” Contact: David Wilkinson E-mail: [email protected] European Commission B-1049 Brussels EUROPEAN COMMISSION Evaluation of the EU Participation in World Expo Milano 2015 Final Report © European Union, MCI/BRC, 2015 Source: EU website for Expo Milano 2015 (http://europa.eu/expo2015/) EUROPEAN COMMISSION Europe Direct is a service to help you find answers to your questions about the European Union. Freephone number (*): 00 800 6 7 8 9 10 11 (*)The information given is free, as are most calls (though some operators, phone boxes or hotels may charge you). LEGAL NOTICE This document has been prepared for the European Commission however it reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein. More information on the European Union is available on the Internet (http://www.europa.eu). Luxembourg: Publications Office of the European Union, 2015 ISBN 978-92-79-60793-6 (print) ISBN 978-92-79-60794-3 (pdf) doi:10.2788/147500 (print) doi:10.2788/188725 (online) © European Union, 2016 Reproduction is authorised provided the source is acknowledged. EUROPEAN COMMISSION Evaluation of the EU Participation in World Expo Milano 2015 Authors: Bradford Rohmer, Macarena Davies and Robert Uden, with the support of Valentina Giordano Contents 0. EXECUTIVE SUMMARY ............................................................................................ 8 1. INTRODUCTION: EU PARTICIPATION IN WORLD EXPO MILANO 2015 .......................... 17 2. BACKGROUND TO THE EVALUATION ....................................................................... 24 3. COMMUNICATION IMPACT ..................................................................................... 32 4. POLICY IMPACT .................................................................................................... 55 5. GROWTH AND JOBS IMPACT .................................................................................. 66 6. ORGANISATION AND MANAGEMENT ....................................................................... 73 7. COST-EFFECTIVENESS AND ADDED VALUE .............................................................. 85 8. CONCLUSIONS AND RECOMMENDATIONS ............................................................... 99 5 EUROPEAN COMMISSION List of acronyms ANAC Italian Anti-Corruption Authority B2B Business-to-Business CELAC Community of Latin American and Caribbean States DG AGRI European Commission Directorate-General for Agriculture and Rural Development DG COMM European Commission Directorate General for Communication DG ECHO European Commission Directorate-General for Humanitarian Aid and Civil Protection DG ENER European Commission Directorate-General for Energy DG GROW European Commission Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs DG JRC European Commission Directorate-General Joint Research Centre DG RTD European Commission Directorate-General for Research and Innovation DG SANTE European Commission Directorate-General for Health and Food Safety DOM Duty Operation Manager EC European Commission EEN Enterprise Europe Network EP European Parliament EPIO European Parliament Information Office ETF EU Expo Task Force EU European Union ISWG Inter-service Working Group MEP Member of Parliament MS Member State OLAF European Anti-Fraud Office STC Save The Children STOA Science and Technology Options Assessment TOR Terms of Reference 6 EUROPEAN COMMISSION Coffey International Development The evaluation of the EU participation in World Expo Milano 2015 was carried out by Coffey International Development on behalf of the European Commission. Coffey’s Evaluation and Research practice provides high quality evaluation and research services related to policies, plans, programmes, projects, information and communication, organisations and managerial practice. It has undertaken more than 200 engagements for the European Commission over the last two decades and has therefore a broad experience of the European institutions context and a detailed understanding of the EU policy environment. Over the last two decades, it has worked across 26 Directorates-General (DGs) of the European Commission. All evaluations conducted for the EU include an assessment of the efficiency and/or cost effectiveness of the policies, programmes and instruments covered. Coffey is also familiar with the guidelines and evaluation standards of a wide range of clients whom it has worked for, including other EU institutions (the European Parliament, the European Investment Bank, EU agencies), public bodies at national and local level (in the UK: London Development Agency, Department for Business and Innovation, Department for International Development, and in Poland: Ministry of Regional Development, Ministry of Labour, etc.); and other public, private and voluntary sector organisations. Its international and multilingual team is composed of highly skilled evaluation professionals from a variety of professional and academic backgrounds, from economics and statistics to social research and development studies. Members of its team have extensive experience not only in the delivery of evaluations and impact assessments, but also in the design and implementation of systems to monitor and evaluate the outcome of a wide range of interventions, the delivery of monitoring and evaluation technical assistance, advisory services, and the transfer of relevant skills to public and private institutions. Coffey’s Evaluation and Research Practice is active in the following areas: interim and ex post evaluation of public policies and programmes; impact assessment and ex ante evaluation of public policies and EU and other international organisations’ projects and programmes; evaluation of information and communication strategies, plans and activities; feasibility studies for projects and programmes. Initially developed by the acquisition of The Evaluation Partnership (TEP) in December 2009, Coffey has joined Tetra Tech in 2016, and is now part of a much larger global network of experts than ever before. Tetra Tech brings a wealth of expertise in consulting, engineering, and technical services worldwide. 7 EUROPEAN COMMISSION 0. EXECUTIVE SUMMARY 0.1. EU participation in World Expo Milano 2015 World Expo 2015 took place in Milan, Italy from 1 May to 31 October 2015, attracting 21.5 million visitors from around the world. It brought together 147 countries and international organisations, including the European Union (EU). The EU participation in World Expo Milano was confirmed by the Commission in May 2013 on the basis of key considerations related to the importance of the Expo theme ‘Feeding the planet, Energy for Life’ for the EU, the central role played by the EU in food and sustainability policies, and the opportunity to foster cooperation with political and economic actors within the EU and globally. The Commission issued a formal communication where these are further explained.1 The European Parliament (EP) also adopted a resolution on 30 April 2015 setting the political basis for the EU participation in the Expo.2 To make the most of the EU participation, it was established that this would be done in close partnership with the EP and other interested EU institutions such as the Committee of the Regions and the European Economic and Social Committee. The Commission set up an EU Expo Task Force (ETF) led by the European Commission Directorate-General Joint Research Centre (DG JRC) due to its proximity to the site (DG JRC-Ispra is located 60 km away from the Expo) and because it is the Commission’s in-house science service. It also arranged an Inter-service Working Group (ISWG) which involved other European Commission Directorate-Generals (DGs) linked to the Expo theme such as DG Agriculture and Rural Development (DG AGRI), DG Research and Innovation (DG RTD), DG Internal Market, Industry, Entrepreneurship and SMEs (DG GROW), DG Health and Food Safety (DG SANTE), and DG Communication (DG COMM). In addition, the ETF worked collaboratively with the 20 Member States present at the Expo, and other Expo participants such as the United Nations and civil society groups, and the Expo organisers. The overall purpose of the EU participation in World Expo Milano 2015 was to inform and communicate with European and international audiences on the critical topics brought forward by the Expo (i.e. food, nutrition and sustainability). But beyond this communication objective, the EU also sought to establish its role as key player in the global debate and take this as an opportunity to work towards fruitful collaborations with other stakeholders which could eventually impact on EU/global policy developments. It also aimed to facilitate conversations between EU and Third Country businesses for future trade agreements. Therefore, the EU participation in World Expo Milano had three main objectives or dimensions: To engage visitors in an emotional experience that talked about the EU and contribute to improving the knowledge and perception of the EU in Europe and overseas (communication dimension) To contribute to the global food debate by creating opportunities to discuss food policy developments with experts and stakeholders (scientific/policy
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